Business and tourism groups hope to benefit from an expected massive increase in street traffic. The spectacle will include closing Broadway from 34th to 44th street for a free football fan festival. The roads will be closed to traffic during the hours when “Super Bowl Boulevard” is active from Jan. 29 through Feb. 1.

Tourism Groups: 2014 Super Bowl Means Big Bucks For NYC

“This place will be packed and there will be this buzz in the air,” said Tim Tompkins, the president of the Times Square Alliance.

Tomkins told WCBS 880’s Peter Haskell that the group is still devising plans to capitalize on the hundreds of thousands of expected visitors.

Mike Hopper of the city’s Tourism Agency said he hopes visitors will come to New York with their eye on spending, translating into hundreds of millions of dollar for the city’s economy.